The Seven Seas Broadcast Sponsorship of Channel 4's Countdown

Ben Leonard

The generally accepted definition of a Super brand, is one that is either; most closely associated with the category in which it operates - for example Andrex and the toilet paper market, or, responsible for creating a new category - for example; Caffrey's and the premium ale market.
Agency: Advertising PrinciplesAuthors: Ben Leonard

The Seven Seas Broadcast Sponsorship of Channel 4's Countdown

Background

Seven Seas not only built the Cod Liver Oil market, but has always maintained a brand leadership position, despite competitive brand entries and the predictable onslaught of own label and mail order.

However, from 1996 two new trends emerged

  • leakage from the market of existing, regular, heavier brand users (Women aged 55+)
  • a slow down in the recruitment of new ...

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